alumni relations during a campaign: strategies for...
TRANSCRIPT
Measuring and Evaluating Your Alumni Relations Staff
Academic Impressions 1
Alumni Relations During a Campaign:
Strategies for Engaging, Measuring and
Advancing Institutional Success
December 11, 2014
Patrick E. Auerbach
Associate Senior Vice President for Alumni Relations
University of Southern California
Elise M. Betz
Executive Director, Alumni Relations
University of Pennsylvania
THE INSTITUTIONAL BACKDROPS
Measuring and Evaluating Your Alumni Relations Staff
Academic Impressions 2
How many of you are in a comprehensive campaign?
� Planning
� Silent/Nucleus Phase
� Public Phase
� Wrap-Up
POLL QUESTION #1
• Urban Ivy League “Research 1”institution with 290,000 living alumni
globally
• Four undergraduate schools, twelve
graduate and professional schools
• 22,000 students
• Alumni Relations Mission: Seeking to
engage all Penn alumni in a mutually
beneficial, lifelong connection to each
other, their school, and the University,
and encourage alumni support and
guidance to advance Penn's eminence
for future generations.
THE UNIVERSITY
OF PENNSYLVANIA
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Sweeten
Alumni
House
• Hybrid model, central/unit
• Central staff of 35
• Budget $4M
• Non-dues paying structure (Penn Alumni
“membership” automatic)
PENN’S ALUMNI
RELATIONS SHOP
• Alumni Interview Program (4.5 FTE)
• Classes and Reunions (6 FTE)
• Communications and Marketing (3 FTE)
• Alumni Education and Career Networking
(1.5 FTE)
• Regional Clubs(8 FTE)
• Multicultural Outreach (2.5 FTE)
• Alumni Travel (1.5 FTE)
• Penn Traditions (student, young alumni
engagement) (1.5 FTE)
• Alumni Magazine (6 FTE)
PENN’S ALUMNI
RELATIONS “TEAMS”
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USC Alumni Relations
� The USC Alumni Association (also known internally as the Office of Alumni Relations) is a department of USC’s Division of University Advancement
� The mission of USCAA is to engage all alumni, lifelong and worldwide, build a culture of philanthropy among the Trojan Family and serve as a representative voice for all USC alumni
USC Alumni Relations
� The function of Alumni Relations at USC is delivered centrally by the USC Alumni Association (USCAA) and “decentrally” by USC’s 18 Schools, Athletic Department, and other University offices and units
� The USCAA Board of Governors meets quarterly, includes nearly 70 members representing all USC Schools and advises the USCAA
Measuring and Evaluating Your Alumni Relations Staff
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USCAA Membership
� The USCAA was founded in 1885 and in 1991 became non-dues paying
� All 360,000 degreed USC alumni, including bachelor’s, master’s and doctoral degree holders, are automatically USCAA members
� Nearly two-thirds of all USC alumni live in Southern California
USCAA Membership
� The largest clusters of USC alumni outside of Southern California are the San Francisco Bay Area (~25,000), Texas (~7,500), the New York City metropolitan area (~7,000), and Washington state (~7,000)
� USC has over 10,000 alumni outside the U.S., led by China (~3,000 including Hong Kong), Taiwan (~1,600) and India (~1,500)
Measuring and Evaluating Your Alumni Relations Staff
Academic Impressions 6
Alumni Engagement Strategies
� Signature Events
� Alumni Organizations
� Volunteer Recognition Programs
� Regional & Generational Programs
� Reunions
� Communications
� Benefits & Services
ALIGNING YOUR METRICS AND VALUES
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GENERAL
• A validation of the
investment in AR?
• Quantification of
the work?
• A way to monitor
staff performance?
• Vehicle to reward
stars outside the
norm?
• An incontrovertible
“release”mechanism?
• To change a culture?
• To assist
development?
• Comprehensive
campaign goals
SPECIFIC
WHY? WHAT
ARE YOUR
NEEDS?
USCAA FY15 Priorities
1. Expand online and virtual alumni engagement via mobile and web-based technology
2. Promote and support scholarship initiative of The Campaign through via all appropriate alumni channel s and communities
3. Expand undergraduate Reunions program to six classes by adding 20 th reunion in Fall 2014 and continue building towards quinquennial model (5 th
through 50 th)
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USCAA FY15 Priorities (continued)
4. Fine-tune and refresh USCAA Signature Events to maximize audience participation and Campus Partner collaboration
5. Enhance Business Partnerships program in accordance with IEG valuation and net new partnerships yielding an additional $100,000 in annual corporate support
6. Launch up to three new Alumni Industry Networks
USCAA FY15 Priorities (continued)
7. Focus on developing metrics to assess alumni engagement and volunteer leadership
8. Identify and activate, where feasible, opportunities to build alumni affinity among graduate and professional students and alumni
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CAMPAIGN AND OVERALL GOALS
Campaign Goals:
• Total dollars raised
• Dollars raised for university priorities
• Non-financial and engagement goals
WHAT
DROVE
PENN?
THE NON-FINANCIAL/ENGAGEMENT GOALS
• Strengthen campus and regional activities that engage alumni, students, parents, and friends and provide increased access to Penn’s vast academic resources.
• Build on the success of alumni class and affinity group programming, creating new ways for alumni to connect with each other.
• Expand career networking opportunities for alumni and students.
• Grow the number of alumni who support Penn’s commitment to educational excellence through their annual gifts.
• Increase the number of individuals who create lasting legacies at Penn through their planned gifts and Harrison Society participation.
• Deepen student awareness and involvement in the full range of development and alumni relations activities.
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CAMPAIGN AND OVERALL GOALS
Overall Goals:
• Add critical alumni relations and development
goals to the campaign and beyond, with a
university-wide approach
• Answer this question specifically for alumni
volunteers and program participants: “What is
my role in the campaign?”
• Broaden the scope of what we do for and with
all alumni - validate alumni relations and
engagement in advancement
WHAT
DROVE
PENN?
Metrics guide programming
and management decisions.
We are measuring the
“action” that alumni take.
Staff are, in large part,
responsible for that action.
WHAT
DROVE
PENN?
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Academic Impressions 11
• Measurement buckets:
– Volunteer leadership
– Programming and attendance
– Contacts and meetings
– Communications
– Giving (participation)
• Quantitative and qualitative measurements
• Focus on data simplicity and sustainability
• Let the “numbers tell a story”
• Avoid measurement for the sake of
measurement
METRICS
METHODOLOGY
• Starting point
• Group exercise
• Identify what you want to measure
• Determine “owner” for each area
• Establish a timeline
ENGAGEMENT
MATRIX
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Academic Impressions 12
• Review of the engagement construct
(matrix)
• Developing the “As Is” assessment (base
line)
• Refining your reporting mechanisms (data
tracking)
• How will you reach your goals?
Group
Exercise
ENGAGEMENT MATRIX
1. Class Regional Affinity/Diversity 2. Annual Giving 3. Harrison
A. Reunion B. Non-Reunion
A. Large B. Other
Volunteer Leadership
Increase number of active volunteers by 20 – 40%
Increase number of active volunteers by 20 – 40%
Increase number of active volunteers by 20 – 40%
Programming/Attendance
Increase Alumni Weekend attendance by 25% Increase Non-Alumni Weekend class-based activity
- Standardize model (small, mid to large events)
- Up to 50% increase
Up to 100% increase
Communications
Qualitative
Qualitative
Qualitative
Giving
Achieve volunteer giving participation rate of 75%
Achieve volunteer giving participation rate of 75%
Achieve volunteer giving participation rate of 75%
– Increase undergraduate annual
giving participation
� Increase permanent undergraduate alumni donor base by 8,000 new donors
� Increase Young Alumni Giving % – add 4,000 new donors
� Increase University wide annual
giving participation
- School and Center goals
Add 1,000 new Harrison Society Members
Online Communication/Participation
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• Goals to be reached by fiscal year 2012
• Staff were evaluated on goals beginning in
FY 2010 appraisals and are responsible for
data input and tracking
• Translate goals to behavior
• Alumni Relations “Evidence Based Practice:”
– A questioning approach to practice
leading to, experimentation,
observation, enumeration, and
analysis, enhancing anecdotal decision
making.
METHOD &
MEETING
RESULTS
• Don’t discount surveys
– “Would I recommend this (program,
event, volunteer experience) to a
fellow alum? “
– Net promoter score
METHOD &
MEETING
RESULTS
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Questions?
USC’s Current Campaign
� The Campaign for the University of Southern California a $6 billion multi-year effort to advance USC's academic priorities and expand the university's positive impact on the community and world
� At the time of its public launch (September 2011), the Campaign was the largest fundraising campaign in the history of American higher education
Measuring and Evaluating Your Alumni Relations Staff
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Alumni Relations and The Campaign
� Alumni Relations was realigned (returned) from the Division of University Relations (1992-2010) to the Division of University Advancement in July 2010 in anticipation of a new University President and the upcoming Campaign
� Alumni Relations is an integral part of The Campaign and the Division of University Advancement. While the USCAA is held accountable for a variety of annual programmatic and performance metrics, there were not any specific non-financial goals established for The Campaign
Alumni Relations and The Campaign
� The Campaign for the University of Southern California was publicly launched on Friday, September 16, 2011, during the USCAA’s annual Alumni Leadership Conference
� Showcased University’s priorities in the presence of more than 300 alumni and volunteer leaders from across institution
� Positioned alumni as a critical audience for Campaign advocacy and participation
� Campaign conclusion scheduled for June 2018
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• “Contacts” in central alumni database
– Phone
– Letter
– Face-to-face (individual meeting or
meaningful discussion at event)
– Social media – Tweets, Facebook posts,
blog entry
• Description of “contact”
ALL ALUMNI
RELATIONS
STAFF
Do you have quantitative goals for your Alumni Relations
Staff that are reviewed in performance appraisals?
� Yes
� No
POLL QUESTION #2
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• Increase number of active regional clubs
by ~53% (from 65 to 100)
• Increase total number of regional club
events by 25% (from 390 to 488)
• Increase active volunteers and board
members by 25% (from 530 to 663)
• Add a young alumni board position to very
active club
REGIONAL CLUB
METRICS
REGIONAL GOALS
• Increase Number of Active Regional Penn Clubs to 100
0
20
40
60
80
100
120
2006 2007 2008 2009 2010 2011 2012
Currently have 80 recognized and active Penn Clubs
Operating Plan:1. Better communication2. More leadership training
- Operating Manual- Minimum Standards- Leadership Conference
3. Offer improved on-line tools4. Better data collection and sharing5. Focus on international outreach6. More connection to Interview Program
Owner: Penn Alumni Regional Clubs
All recognized Penn Alumni Clubs
Active Penn Alumni Clubs
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REGIONAL GOALS
• Increase Total Number of Regional Club Events by 25%
460
480
500
520
540
560
580
600
620
640
2006 2007 2008 2009 2010 2011 2012
Currently up 19.3% since 2006
Operating Plan:1. Increase communication with Clubs to share
events and program information2. Deliver better information on alumni in the
region to use as content and for programming3. Offer improved on-line tools and more alumni
educational offering4. Leverage faculty presence in region5. Establish second signature regional event,
example: Ben Franklin Birthday Bash6. Continue internal collaboration with AR efforts
and across Schools and Centers
Owner: Penn Alumni Regional Clubs
Num
ber
of E
vent
s
REGIONAL GOALS SUCCESS
• Increase Number of Active Regional Penn Clubs to 100
0
20
40
60
80
100
120
140
2006 2007 2008 2009 2010 2011 2012
Currently have 103 recognized and active Penn Clubs
Path to Success: 1. Over 500 events annually – at least one
event per quarter!2. Training and Resources
a. Regional Clubs Advisory Board Mentoringb. Ivy Plus Conferencesc. Annual Leadership Retreatd. Presidents Corner on-line
3. Alumni Interview Program Partnership4. University Partners5. International Outreach
Owner: Penn Alumni Regional Clubs
All recognized Penn Alumni Clubs
Active Penn Alumni Clubs
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Academic Impressions 21
• Increase number of faculty and staff
speaking engagements by ~35% (from 270
to 365 annually)
• Increase online/virtual alumni education
offerings and participation by 25% (30 to
38; from 672,000 to 840,000)
• Increase number of alumni serving as
online career advisors by ~40% (from 1,800
to 2,500)
• Increase number of online career advisor
searches by~60% (from 31,000 to 50,000)
• Get 500 listings in Alumni Yellow Pages
ALUMNI
ED/CAREER
SPECIALIST
METRICS
• Increase number of valid e-mail addresses by
~20% (from 135,000 to 160,000)
• Increase number of registered online
community users by ~20% (from 72,000 to
85,000)
• Publish 365 blog posts on new Penn Alumni
blog
• Tweet a minimum of 1,500 tweets a year
• Survey readers of flagship publications
“Proudly Penn” and Gazette for satisfaction
and usability
• Track e-mail and web analytics year over year
COMMUNICATION
SPECIALIST
METRICS
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Academic Impressions 22
ON-LINE COMMUNICATIONS GOALS SUCCESS
• Increase Number of Registered QuakerNet Users to 85,000
Owner: Penn Alumni Marketing & Communication
Currently 102,837 registered users
Path to Success:1. Ads in every issue of The Gazette (6 per year) 2. Event registration behind authentication
encouraged for all events3. Facebook application push4. Outreach to students to join 5. Push for career mentoring
requiring QuakerNet registration6. Develop consistent print and electronic
branding; create and implement a long term plan for ads
7. Include give-away contests for first-time registrants and updated profiles.
0
20000
40000
60000
80000
100000
120000
2006 2007 2008 2009 2010 2011 2012
Reg
iste
red
Use
rs
• Increase Alumni Weekend attendance by
25% (4,800 in 2007)
• Increase number of class and reunion
volunteers by 25% (varies by class)
• Increase recent graduate and old guard
program participation by 20%
• Achieve volunteer giving participation rate
of 75% (currently 61%)
• Conduct a minimum of one reunion
committee meeting per month
CLASS &
REUNION
SPECIALIST
METRICS
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Academic Impressions 23
• Achieve 75% participation in the Senior
Gift Drive (72% in fiscal year 2010)
• Increase number of identified student
leaders by ~70% (from 518 in fiscal year
2008 to 900 in 2012)
• Increase the number of Penn Traditions
participants by ~27% (from 5,927 in fiscal
year 2008 to 7,500+ annually)
STUDENT
ENGAGEMENT
SPECIALIST
METRICS
Campaign-inspired Alumni Relations Programs
� Expansion of Undergraduate Reunions program from three-class (10th, 25th, 50th) engagement program to six-class (10th, 20th, 25th, 30th, 40th, 50th) hybrid engagement-fundraising program ($500,000 investment)
� Presidential Tours of 10 strategic U.S. cities in 2010-11 (prior to Campaign launch) and 10 more in 2013-14 (midway through Campaign)
� Multicultural alumni organization-specific Campaign initiatives (Asian Pacific Alumni Association, Black Alumni Association, Latino Alumni Association, Lambda LGBT Alumni Association)
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Academic Impressions 24
Undergraduate Reunions
� Undergraduate Reunion Program provided by USCAA
� Expanded in 2011 with new University Advancement resources� Currently includes 10th, 20th, 25th, 30th, 40th, 50th class reunions� Each reunion class has a leadership committee of 25-30 members� Year-round program focusing on annual giving ($1-$24,999 gifts) and
leadership annual giving ($25,000-$99,999 gifts and/or pledges)� Culminates in Reunion Weekend each fall with USC Homecoming
� Graduate Reunions are offered by various USC Schools at their own discretion throughout the year
Reunions: 2013 Results
Item RW12
Alumni
RW13
Alumni
% Change RW12 to
RW13
RW13 Classes
5-Year Giving Avg
Reunion Giving
Goal
Reunion Giving Totals
50th Reunion 109 107 -2% $335,469 $605,469 $1,199,471 (198%)
40th Reunion 49 89* +82% $593,973 $898,973 $895,403 (99%)
30th Reunion 122 139* +14% $851,251 $1,201,251 $1,310,300 (109%)
25th Reunion 132 121 -8% $400,548 $715,548 $587,432 (82%)
10th Reunion 133 282* +112% $114,198 $274,918 $203,059 (74%)
Subtotal 545 738 +35% $2,296,159 $3,696,159 $4,195,665 (113%)
Other Alumni 103 201 +95%
Total Alumni 648 939 +45%
Guests (non-alum) 407 616 +51%
TOTAL 1,155 1,555 +35%
FundraisingAttendance
� Overall attendance increased 35% from previous year
� 10th, 30th and 40 th classes set new records*� 20th Reunion Class being added in 2014
� Reunion Giving focuses on Annual Giving (gifts of $1>$25K) and Leadership Annual Giving (gifts and pledges of $25K>$100K)
� Above totals include pledges of $700K, $220K� RW13 Impact Goal: $1.4 MM; Result: $1.9 MM
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Academic Impressions 25
Reunions: 2014 Results**
Item RW12-RW13
Average
RW14 % Change from RW12-
13 Average to RW14
RW14 Classes
5-Year Giving Average
Reunion Giving
Goal
Reunion Giving Totals
50th Reunion Alumni 108 91 -16% $363,372 $545,058 $1,488,234* (273%)
40th Reunion Alumni 69 79 +14% $922,257 $1,475,611 $1,416,178 (96%)
30th Reunion Alumni 131 85 -35% $748,732 $1,200,232 $920,600 (76%)
25th Reunion Alumni 127 206* +62% $506,514 $805,357 $698,868 (86%)
20th Reunion Alumni N/A 126* $430,497 $641,440 $434,658 (68%)
10th Reunion Alumni 208 238 +14% $211,583 $315,258 $139,681 (44%)
Subtotal 642 825+9% without 20th
or +29% with 20th $3,182,956 $4,982,956 $5,098,219 (102%)
Other Alumni 151 108 -29%
Total Alumni 793 933 +18% *includes $1MM Gift
Guests (Non-Alumni) 512 687 +34% ** as of 12/3/14
TOTAL 1,355 1,620 +20%
FundraisingAttendance
� Overall attendance increased 9% from previous year (comparing apples to apples)
� 20th and 25 th classes set new records*
� Reunion Giving focuses on Annual Giving (gifts of $1>$25K) and Leadership Annual Giving (gifts and pledges of $25K>$100K)
� Above totals include one $1MM planned gift� RW14 Impact Goal: $1.8 MM; Result: $1.9 MM**
Trojan Family Receptions featuringUSC President C. L. Max Nikias & First Lady Niki C. Nikias
2010-11 Alumni Tour
� Spring 2011� January 18: Orange County� January 19: San Diego� January 26: Beverly Hills� February 8: Los Angeles� March 24: Santa Barbara� March 31: San Francisco� April 13: Washington, D.C.� April 14: New York City� April 15: Chicago
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Academic Impressions 26
An Evening with USC President C. L. Max Nikias & First Lady Niki C. Nikias
2013-14 Alumni Tour
� Fall 2013 (in conjunction with Weekenders)� September 27: Phoenix� October 17: Chicago� November 7: San Francisco
� Spring 2014� January 23: Seattle� January 29: Santa Monica� January 30: San Diego� February 5: Pasadena� April 9: Sacramento� April 29: Washington, D.C.� April 30: Dallas
Multicultural Alumni Association Initiatives
� USCAA supports four multicultural associations, each of which has dedicated staff members and are also part of the overall USCAA
� Each association sponsors alumni engagement and fundraising activities to raise scholarship support for current USC students within each respective community and philanthropic support for additional University initiatives
� Each of these associations has launched various initiatives within the Campaign in order to engage respective constituencies and broaden alumni participation
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Academic Impressions 27
Multicultural Alumni Association Initiatives
� Launching $2 million initiative in Spring 2015
� Aiming to triple size of APAA Scholarship Endowment
� Launched “1,000 for $1,000” initiative in 2013
� Planning initiative for BAA’s 40th anniversary in 2016
Multicultural Alumni Association Initiatives
� Launched $3 million initiative in December 13
� Aiming to increase LAA Endowment by 50% by 2018
� Celebrated organization’s 20th
anniversary in 2012 and raised $400K
� Planning new initiative for 25th
anniversary in 2017
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TECHNOLOGY, TRACKING AND
MESSAGING
Campaign Messaging
� Alumni giving, as a key metric in national university rankings, is a Campaign priority
� USC’s current undergraduate alumni giving rate is 37% (which ranks second in the Pac-12 to Stanford) and the Campaign goal is to reach 40%
� USC’s Campaign website, http://campaign.usc.edu, provides Campaign quick facts and updates, and emphasizes key alumni and giving metrics
� To date, more than 256,000 Campaign donations have been made, and more than 230,000 of these donations have been for $1,000 or less
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Academic Impressions 29
Alumni Giving at USC
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Giving
Campaign Goal
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• Central database
– Data input is critical (event attendance
- including grassroots events - and
volunteer activity must be captured)
– Staff responsibility
– Drive online registration
DATA
COLLECTION
Would we ever think of
not collecting, counting,
crediting and tracking
monetary gifts?
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Academic Impressions 31
• Institution-wide support and involvement
• Engage top level volunteers
• Educate staff and give them tools and
resources needed to be successful
• Publicly share goals internally and
externally in a manner that is
understandable and accessible
WHERE DO
YOU START?
• Discuss in weekly meetings and all-staff
meetings
• Staff can not be successful without alumni
engagement
– Explicit and intentional communication
– Highlights in all alumni
relations/campaign print pieces
– Add to web sites (Penn People Making
History)
– On-campus and regional presentations
– Penn Alumni Scorecard
DEVELOP A
COMMUNICATION
PLAN
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PENN ALUMNI
SCORECARD
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QUESTIONS?
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67
Thank you
Patrick E. Auerbach, Ed.D.
Associate Senior Vice President for Alumni Relations
University of Southern California
Elise M. Betz
Executive Director, Alumni Relations
University of Pennsylvania